Tiwa Savage says the shift from R&B to Afrobeats was initially challenging, but mentorship from Don Jazzy helped her adapt after she returned to Nigeria in 2012.
The British‑Nigerian singer, who began her career as a backing vocalist for artists including George Michael and Mary J., moved back to Nigeria as the local music scene gained momentum. In 2012 she signed with Don Jazzy’s Mavin Records, a label that has been instrumental in shaping the contemporary Afrobeats sound.
In a recent interview with TVC, Savage explained that her transition from the smooth, melodic structures of R&B to the more rhythm‑driven “street” sounds of Afrobeats required a change in mindset. “It was difficult for me to transition from R&B to street sounds,” she said. “When I was at Mavin Records, Don Jazzy opened my mind to so many different things. He made me believe that talent was not limited, that I could do anything if I really focused on it.”
Savage added that Don Jazzy encouraged her to step out of the “R&B bubble” and explore a broader musical palette, exposing her to new production techniques and local rhythms. This guidance, she noted, enabled a smoother integration into the Afrobeats genre, which blends traditional African percussion with contemporary pop and hip‑hop influences.
Since the transition, Savage has released a string of successful singles, including “Kele Kele Love,” and has become one of Africa’s most streamed female artists. She credited her willingness to adapt and the support from Mavin Records for her continued relevance in a rapidly evolving market.
Reflecting on her decision to relocate, Savage expressed no regret. “I don’t regret returning to Nigeria and transitioning from R&B to Afrobeats,” she affirmed, emphasizing the artistic growth she has experienced since the move.
Savage’s experience underscores the role of mentorship and label support in navigating genre shifts, a pattern observed among several artists who have migrated between Western and African music scenes. As Afrobeats continues to gain global traction, her story highlights how established industry figures can facilitate cross‑genre evolution for emerging talent.
